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Toyota diversifies sales channels for new Aygo

Date: 17 April 2014   |   Author:

Toyota is slightly revising its approach to certain fleet channels in the build-up to the launch of its new, second-generation Aygo. 

The city car sibling to the Citroen C1 and Peugeot 107 arrives in the UK this summer, and Toyota and Lexus fleet boss Neil Broad said he would like to see the vehicle enter a wider mix of markets more quickly than the firm has previously managed with its new models. 

"One thing I would like to do more of is be less precious at launch and see vehicles into more channels more quickly," he told BusinessCar. "We had tended to say we'll retail our way through the existing demand and then stop and think, but some of the rental market is good to get people to experience the product.

"There's a place for it as a free-of-charge test drive to customers that didn't know or demand it; a bit of ambush marketing in a way," Broad continued. "But it won't be the fulcrum of Aygo strategy."

However, Broad was also wary of the cost of rental business, and its reluctance to increase prices.

"If you look at a gas bill, it bears no correlation to 15 years ago, but car rental needs to be £99 a month because it was 15 years ago," he said.